Examining generation X experiences on using e-commerce: Integrating the technology acceptance model and perceived risks

Abstract

The electronic-commerce (e-commerce) has become an important platform for conducting business. While information researchers and market practitioners are trying to fully understand online consumer attitude and behavior, there is a research call on investigating users' behavior on using online shopping based on the generational differences. This research is mainly about examining Generation X on using e-commerce. The research aims to examine the Generation X' perceptions and experiences towards e-commerce based on the Technology Acceptance Model (TAM) and perceived risks. Based on the perceived risks and the Technology Acceptance Model, this study collected data and interviewed generation X respondents. The results indicate that the generation X' perceptions were positive in term of the usefulness and the ease of use of e-commerce. In addition, the challenge for Generation X to shop online was related to the risks such as product risks, security and privacy risks, financial risks, and delivery risks. This paper also offers managerial implications and suggestions for future research.